Saying no to four enquiries in a single week might make some agents nervous. For Travel Counsellor Katharine Totoni, it confirms she is running her business "the right way".

Last week Totoni declined a budget Italy booking outside her product range; a Dubai trip she could not competitively price; an October half-term enquiry with an "unrealistic budget"; a cruise request to price-match a brand she "does not believe in".

Earlier in her career, Totoni would slip into a “transactional” mindset. This would be when she would accept enquiries to make ends meet.

The result was high-effort and low-reward, she tells TTG Luxury. "It’s about your self-worth, and how much you value yourself and your time," she explains.  

"When you’re trying to race to the bottom, price-matching against all the OTAs, it becomes really unrewarding. It’s not what I wanted for myself, or my business."

'Do I want to make every booking that comes my way?'

Totoni lives by the mantra "if you're the cheapest, you can't be the best". "Some agents will work for low margins and try to get every single booking over the line, even if they’re only earning a few pounds," she says. "I probably do a third of what these agents do, but I bring in more profit and revenue."

She adds: "It's also easier to offer good, high-touch service to a lower volume of clients."

Beyond profitability, Totoni warns chasing every booking risks diluting an agent’s brand and personal wellbeing, with burnout a "very real risk".

‘I know when a client isn’t the right fit’

Totoni says she has learned to trust her "instincts" when new enquiries arrive. "When clients ring me up asking for the cheapest quote, or whether I can price match, I have this feeling they’re not the right fit," she explained.

When a client recently approached her about a Madrid city break and sent a link to a cheap online deal, Totoni "wasn't interested".

"Those A-to-B trips are not what I do," she explains. "I replied explaining that this wasn’t the right enquiry for me, but then suggested expanding the trip into a twin-centre itinerary with Seville, which they went for. 

"It's not about rejecting them outright, but guiding them towards a better-value experience."

For Totoni, clear boundaries are "key". "It’s about building that relationship, so they can see you’re honest and transparent, but it also sets boundaries – which is important for your own sanity."

Over time, she has found the wrong clients tend to "filter themselves out". Cold enquiries via social media or email are more likely to be price-led, while her core business increasingly comes through referrals and recommendations.

"My business has grown steadily over the last few years, and definitely in the right direction," she says. "I’m attracting the right kind of clients now."

‘Every amazing holiday starts with a phone call’

Totoni believes part of the challenge lies in consumer perception, with OTAs "dominating" the industry. "That’s all clients know, because that’s all they see," she says. "There’s so much more out there that can really enhance a trip."

To this end, Totoni insists on a phone call to start off every client enquiry. "Every amazing holiday has to start with a conversation, because everybody’s idea of luxury is different," she explains. "If my clients haven’t got the time to talk to me, then I can’t really help them."

Her boundaries extend to suppliers, too. Totoni explains she's "selective" about the partners she works with, recalling a desert safari camp in Marrakesh that fell short of expectations.

"I wouldn’t sell a hotel if I wasn’t personally confident in the experience," she adds. "Every booking you make is a reflection of your business, and it’s a reflection of you."

Ultimately, she believes refusing bookings has been one of the most important decisions for her business.

"It’s really empowering to say no, and it’s really healthy to say no. It’s good for your business, self-worth and your mental health," she says.

Her advice to new luxury agents is to define your niche and not "be tempted" by volume bookers.

"I know it’s hard to resist when you’re starting out and hungry for business, but low-value, low-margin clients can book those holidays themselves," she says.

"I think my being choosey is why it’s taken longer for my business to grow – but I’m in a much happier place as a result."
 

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